Keeping on top of customer relationship management (CRM)

- When we look at the Back Office layer…of the technology stack,…one of the core components is going to be…just how an organization keeps track of its customers.…These days, that usually means…a customer relationship management tool, or a CRM.…While they've evolved with a lot of functionality,…you can think of a CRM in its most basic form…as a digital version of your traditional Rolodex.…When you first find a sales lead or a prospect,…you can enter whatever information you might have…into the CRM,…and that customer record continues to grow and grow.…

You can capture information…about the conversations you might have had,…where and how you met them,…what products or services they were interested in,…what stage of the purchase they're in,…and just about any other field of data…that you'd like to collect.…If they make it through the buying cycle…and become a paying customer,…you can add a history of everything they've purchased,…and all of their interactions with you…to that customer record.…All the while, enriching that data set…

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Released

5/29/2016

Digital marketing has been around for over 30 years, but marketers are only now starting to think of its components holistically. A marketing technology stack is the set of tools that your marketing team uses to plan, execute, and measure all aspects of your marketing objectives. With the explosion of new capabilities, vendors, and technologies in this space, it's more important than ever to carefully choose your components and build the stack that's right for your organization. In this course, Dave Booth walks you through a framework that examines the roles and benefits of each "layer" in the stack—acquisition through marketing and advertising, digital experiences and clickstream measurement, the back office functions, and analysis. Learn how these technologies can help you drive engagement, measure results, increase sales, and improve customer relationships.

NOTE: While specific software and platforms aren't endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.